This comes in the wake of another announcement by the company clarifying that Elite/Deluxe edition rewards are only given to the first character you create. Deleting and remaking your character will not result in your rewards being resent. This has further angered several players, as this statement was not made until after many players had begun recreating characters without prior knowledge of this policy. The post announcing that these items are one-time-only explains the philosophy behind it, and encourages all players to do ample research before creating a first character for this exact reason.
[Thanks to Adam for the tip!]